De­signed for mod­ern In­dian men

Shoes & Accessories - - Contents -

To mul­ti­ply its con­sumer base, VIP In­dus­tries ex­panded its fo­cus from the male-dom­i­nated lug­gage cat­e­gory to tap the large fe­male con­sumer base through the hand­bag brand Cap­rese. With Bol­ly­wood star Alia Bhatt as its am­bas­sador, VIP wants its fe­male hand­bag brand Cap­rese to be the growth driver for the com­pany. To­day, it is avail­able at more than 1300 points of sale across the coun­try, in­clud­ing select com­pany-run stores, fran­chisee stores, multi-brand deal­ers and lead­ing depart­ment store chains. In an ex­clu­sive in­ter­ac­tion with S&A, its CEO Sudip Ghose says, our em­pha­sis will con­tinue to lie on pro­vid­ing women with the lead­ing fash­ion trends of the sea­son.

What mo­ti­vated you to launch Cap­rese?

We launched Cap­rese in 2012 in a bid to ex­pand our fe­male con­sumer base. The col­lec­tion is a sym­bol of the in­ter­na­tional fash­ion in­spired by the isle of Capri. We were keen on women be­com­ing an in­te­gral part of our fam­ily of brands and wished to cre­ate some­thing that would re­flect their per­son­al­ity. This also ex­plains why the brand has such a di­verse col­lec­tion of hand­bags and wal­lets. Also, with many branded play­ers ven­tur­ing into this seg­ment, we en­deav­ored to break the clut­ter with a promis­ing brand like Cap­rese.

Give us an over­view of the brand’s jour­ney since the launch.

Ever since we launched the brand, Cap­rese has wit­nessed mul­ti­fold growth. Our aim is to bring in­ter­na­tional high-end fash­ion to In­dian women with fuss-free glam for ev­ery oc­ca­sion; be it work, travel or the ev­ery­day on-thego rou­tine. Fur­ther­more, we make it a point to cater to the ever-evolv­ing taste of con­sumers. This has pre­dom­i­nantly helped Cap­rese gain im­mense popularity.

What fea­tures best de­scribe the brand’s val­ues?

Cap­rese man­i­fests an amal­ga­ma­tion of aes­thetic sense, sleek cuts and an in­dul­gent voice to suit any oc­ca­sion. Cap­rese’s de­signs are crafted as a style tes­ta­ment for ev­ery woman who wishes to an­nounce her ar­rival in life. It is syn­ony­mous with the fu­ture of women’s fash­ion, in­fused with an un­blem­ished, free spirit.

Cap­rese has an ex­ten­sive port­fo­lio con­sist­ing of totes, satchels, lap­top satchels, cross­body bags, slings bags, wal­lets, clutches and many more.

How is it po­si­tioned in the In­dian mar­ket to­day or in the hand­bag seg­ment?

Cap­rese stands for high-fash­ion with an in­ter­na­tional essence. It is an ex­tremely vi­brant brand, which is con­stantly evolv­ing ba­sis the chang­ing needs of our au­di­ence.

What re­tail and pro­mo­tional strat­egy does the brand em­ploy to con­sol­i­date its po­si­tion as well as to in­crease its foot­print?

The num­ber of hand­bag brands ad­ver­tis­ing on television is lim­ited. We usu­ally run 360 de­gree cam­paigns to bol­ster our po­si­tion in the mar­ket. Cap­rese also has a sig­nif­i­cantly strong so­cial me­dia pres­ence across var­i­ous plat­forms. We en­sure that we are con­stantly en­gag­ing with our au­di­ence via ex­cit­ing so­cial me­dia con­tests and catchy, re­lat­able con­tent.

What age group of the mar­ket is the brand tar­get­ing?

The brand pri­mar­ily tar­gets the mod­ern women of In­dia. Cap­rese brand caters to both ur­ban home­mak­ers and work­ing-class women alike. The core age group for the brand is the 20-45 brack­ets.

Ex­plain the brand’s prod­uct port­fo­lio and what new di­ver­si­fi­ca­tion can we ex­pect in the near fu­ture?

Cap­rese has an ex­ten­sive port­fo­lio con­sist­ing of totes, satchels, lap­top satchels, cross­body bags, slings bags, wal­lets, clutches and many more. We al­ways work to­wards adding a touch of in­no­va­tion to our prod­ucts. At this mo­ment, all I can say is that there is a lot of ex­cit­ing stuff lined up!

In what re­gions of the In­dian mar­ket can we ex­pect the brand’s pres­ence?

Cap­rese is avail­able at more than 1300 points of sale across the coun­try, in­clud­ing select com­pany-run stores, fran­chisee stores, multi­brand deal­ers and lead­ing depart­ment store chains like Shop­pers Stop, Life­style, Cen­tral and Pan­taloons. Fur­ther­more, it is wit­ness­ing a mas­sive growth in the on­line space from the likes of Ama­zon, Flip­kart, Myn­tra, Jabong, and Tat­a­cliq.

What’s the brand’s growth pro­jec­tion in the next five years?

Cap­rese has grown by leaps and bounds and we plan on in­tro­duc­ing in­no­va­tive prod­ucts in the com­ing years. Our em­pha­sis will con­tinue to lie on pro­vid­ing women with the lead­ing fash­ion trends of the sea­son.

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